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FTC Seeking Comment on Privacy Guidelines for Behavioral Advertising

April 16, 2008

Law Firm: Winston & Strawn LLP - Chicago Office

The FTC has issued proposed privacy guidelines for those engaged in online behavioral advertising – the practice of tracking a Web site user's online habits in order to understand the user and target advertising to his or her interests. The principles were developed from comments the FTC received in November 2007 at a town hall discussion "Behavioral Advertising: Tracking, Targeting, and Technology." The principles include greater transparency of the tracking process, giving consumers control over whether their information is collected for tracking purposes, and limiting retention of tracked data.

In related news, the Interactive Advertising Bureau released new privacy guidelines it says are designed to give greater consumer choice. The IAB reports its guidelines as being more flexible than those of the FTC.

TIP: Those engaged in behavioral advertising should review the principles to determine if they make sense for their business models, and provide comments to the FTC on or before the extended deadline of April 11, 2008.

The views expressed in this document are solely the views of the author and not Martindale-Hubbell. This document is intended for informational purposes only and is not legal advice or a substitute for consultation with a licensed legal professional in a particular case or circumstance.

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